Days after releasing a "Roadshow" video to attract potential investors for its IPO, Snap Inc. has announced the online availability of its video-recording sunglasses, called Spectacles.

The social media company, which is best known for its short-lived image and video service Snapchat, has also closed its pop-up store in New York and activated a buy button on its Spectacles. com website.

In an announcement made on Tuesday, Snapchat ephemeral messaging app said that it is rolling out an extension of the popular face-altering Lenses feature which was unveiled by the company in 2015.

Snapchat's new take on the Lenses feature - which allows Snapchat users to use animated overlays for embellishing their photos and videos - comes as part of the app's latest update; and is called 'World Lenses.'

Social media platform Snapchat is facing widespread criticism for a newly-launched 'yellowface' filter which promotes racist stereotypes of Asians.

The criticism being faced by Snapchat for the new 'yellowface' filter - which was launched earlier this week - marks the second widespread backlash which the company is facing for a filter in recent months. Earlier, in April, Snapchat was widely criticized for rolling out a Bob Marley filter which several people said was the equivalent of 'digital blackface.'